英国：Temu使得其他零售商在黑色星期五营销成本上升
国家：英国 来源：路透社 时间：2024.11.27
Temu （特姆）和 Shein（希音） 投入了大量的在线营销资金，这使得其他零售商和品牌在黑色星期五吸引购物者的成本更高，因为这两个平台都在竞争对手使用的搜索关键词上投入巨额资金。
对于在网上寻找礼物或在“黑色星期五”促销活动中为自己购物的购物者来说，在搜索引擎中输入几个词是一个关键的起点，“黑色星期五”是美国感恩节后的第二天假日购物季的非正式开始。
零售商通过竞标关键词，争取让广告产品在在线搜索结果中排名靠前。关键词需求越大，搜索引擎对出现在搜索结果中的广告的每次点击收费就越高——这一指标称为“每次点击费用”。
例如，根据在线营销平台 Semrush 为路透社汇编的谷歌搜索广告数据，在美国，Temu 竞标的关键词包括“沃尔玛黑色星期五特卖”、“科尔士黑色星期五”和“Bed Bath Beyond”。
数据显示，Shein （希音）在美国对“沃尔玛服装”、“Zara 牛仔裤”、“Mango 连衣裙”和“Nordstrom Rack 鞋子”等关键词进行了竞价。从 2022 年 8 月到 2024 年 8 月，“沃尔玛服装”的每次点击费用增长了 16 倍。
数据显示，诸如“网上廉价服装”和“购物”等通用关键词也变得更加昂贵。
咨询公司 AlixPartners 的电子商务专家埃里克·劳蒂尔 (Erik Lautier) 表示：“市场环境非常残酷，真的很难。”
从定义上讲，当你增加每次点击费用时，你的营销投资回报就会减少。在某些情况下，这可能意味着它变得无利可图，这对依赖付费搜索广告来推动业务的零售商来说影响很大。”
劳蒂尔表示，付费搜索广告可以推动零售商 15% 到 30% 甚至更多的在线销售额，并占到营销预算的一半。
Semrush 品牌营销副总裁奥尔加·安德里延科 (Olga Andrienko) 表示，品牌对其他品牌的关键词进行竞价并不罕见，但 Shein 和 Temu 脱颖而出，因为它们对竞争对手的关键词的竞价范围比平均水平要广泛得多。
她说：“我们看到搜索营销动态发生了根本性的转变，快时尚品牌现在的出价高于传统零售商，而且他们的策略似乎更加积极。”
Temu(特姆) 发言人在回答路透社的问题时表示，该平台致力于公平竞争和负责任的广告行为，并维护一个“否定关键词列表”，以防止针对品牌名称的广告定位。
该发言人表示：“在极少数情况下，由于谷歌等广告平台的自动关键词插入流程，品牌名称可能会被无意地包含在我们的广告活动中。”他补充说，Temu 会迅速采取行动来解决这些问题。
Shein（希音） 并未立即回应置评请求。
成本上升正促使一些企业将营销支出从付费搜索转移到 Facebook （META.O）等其他渠道，打开新标签页、TikTok、网红和传统广告，”伦敦 Alvarez & Marsal 零售和消费者业务主管艾琳·布鲁克斯 (Erin Brookes) 表示。
布鲁克斯说：“实际上，我看到很多品牌开始真正思考，这种活动可能会给我们带来不想要的客户——只靠价格交易的客户，而不是回头客的高利润客户——我想投资为品牌带来更有针对性的客户。”
英国在线快时尚零售商 Asos (ASOS.L)，打开新标签页本月，优步宣布了一项新的忠诚度计划，这是优步营销工作的一部分，旨在通过影院广告和影响力人物“以更具吸引力和情感的方式”吸引客户，并补充说，绩效营销“只是其中的一块拼图”。
原文：===========================
LONDON, Nov 27 (Reuters) - Heavy online marketing spending by Temu and Shein is making it more costly for other retailers and brands to reach shoppers on Black Friday, marketing and industry experts say, with both platforms bidding heavily on search keywords used by competitors.
Typing a few words into a search engine is a key starting point for shoppers looking online for gifts or buying for themselves in Black Friday sales, the unofficial start of the holiday shopping season on the day after U.S. Thanksgiving.
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Retailers compete for their advertised products to appear high up in online search results, by bidding on keywords. The greater the demand for a keyword, the more the search engine charges for each click on an ad appearing in those results - a metric called "cost per click".
In the United States, for example, Temu has bid on keywords including "Walmart Black Friday deals", "Kohls Black Friday", and "Bed Bath Beyond", according to data on Google search ads compiled by online marketing platform Semrush for Reuters.
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Shein has bid on keywords including "Walmart clothes", "Zara jeans", "Mango dresses", and "Nordstrom Rack shoes" in the U.S., the data showed. The cost per click for "Walmart clothes" increased by 16 times from August 2022 to August 2024.
Generic keywords like "cheap clothes online" and "shopping", have also become much more costly, the data showed.
"It's brutal out there, it's really hard," said Erik Lautier, ecommerce expert at consultancy AlixPartners.
"By definition, when you increase the cost per click, the return on your marketing investment decreases. In some cases, that may mean it becomes unprofitable, and that can be highly impactful for retailers that depend on paid search ads to drive their business."
Paid search ads can drive anywhere from 15% to 30% or more of a retailer's online sales, and account for as much as half of the marketing budget, Lautier said.
Brands bidding on other brands' keywords is not unusual, but Shein and Temu stand out because they bid on a much wider range of competitors' keywords than average, said Olga Andrienko, vice president of brand marketing at Semrush.
"We are seeing a fundamental shift in search marketing dynamics and the fast fashion brands are now outbidding the traditional retailers, and it does look like their strategies are a lot more aggressive," she said.
In response to Reuters' questions, a Temu spokesperson said that the platform is committed to fair competition and responsible advertising practices, and maintains a "negative keyword list" to prevent ad targeting of brand names.
"In rare instances, brand names may inadvertently be included in our campaigns due to automated keyword insertion processes on ad platforms like Google," the spokesperson said, adding that Temu acts quickly to address these occurrences.
Shein did not immediately reply to a request for comment.
The rising costs are driving some businesses to shift marketing spend away from paid search and into other channels like Facebook (META.O), opens new tab, TikTok, influencers, and traditional advertising, said Erin Brookes, head of the retail and consumer practice at Alvarez & Marsal in London.
"I've seen many brands really start to think, actually, that activity maybe gets us a customer that we don't want – a customer who is trading on price only, not a high-margin customer who is coming back – and I want to invest in bringing a more targeted customer into the brand," Brookes said.
British online fast fashion retailer Asos (ASOS.L), opens new tab this month announced a new loyalty programme, part of its marketing efforts to reach customers "in more engaging and emotional ways" using cinema ads and influencers too, chief customer officer Dan Elton said, adding that performance marketing is "just one piece of the puzzle".